There’s no denying it: social media is hot in today’s digital landscape. The users on Facebook make up more than the population of most countries, with Twitter, LinkedIn, and Instagram following close behind. But that’s just for personal use, right? Wrong. Social media is fast becoming the place your brand needs to be to differentiate itself and boost SEO.
Jayson DeMers said it best in his recent Forbes article: “Since social media relies on high-quality content and a visible, strong brand presence, the efforts you spend on SEO can doubly improve your social media reach, and as most search marketers will tell you, your social media presence can greatly increase your search rankings.”
It’s a Numbers Game
The more people who see your content, the better your results will be. And that’s no different for social media. You need to have more followers than fewer. In fact, 10% OR fewer of your followers on Facebook even see your posts, thanks to the platform’s ever-changing algorithms. Do the math: Let’s say you have a whopping 10,000 followers on your brand’s Facebook page. Only 1,000 or fewer people will see any of your posts. Add to that the fact that Facebook ranks how people see posts based on what you share (video is tops; links are at the bottom), and you’ll have an even harder time getting eyes on your content.
Should you buy followers? That’s a good question, but Google is smart. They can determine the quality of your followers, and your rankings will suffer when they are purchased. You have to share good information to gain followers organically. It can be a little longer of a process than you might like, but it’s worth it. Plus, advertising on Twitter and Facebook can help.
What to Post on Social Media
Once you’ve acquired some good followers, your goal is to continue to share content that educates, entertains, and engages. Based on what we shared earlier about what social media likes, you know that videos score highest. They do better when they originate on Facebook, since when you link to it on YouTube, it becomes a link instead of a video. Here are the other things you should post.
Facebook Live and Instagram’s video content are excellent ways to engage your audience. Obviously, this won’t be a top-quality production, but that matters less than having something that’s of interest to your followers.
Whether the images are taken yourself, by your professional photographer, or created on Canva, they will always secure more interest than links and straight-up content.
Blogs, podcasts, and webinars are excellent information to share on social media. They showcase your brand’s knowledge and let followers know you “get it.” Of course, to share original content regularly, that means you need to generate original content regularly.
There’s a ton of really great content online, and there’s no reason you can’t share it on social media. Search for information that’s relevant to your audience using Google alerts to save yourself some time.
Calls to Action
About one-third of the time, sprinkle in some calls to action (i.e., “buy my stuff”). When you include a CTA, be sure that you have a way to contact you on the post. Do not assume followers will go to your page to find out how to reach you.
Automate Social Media and Content Distribution
Obviously, most of us don’t have time to spend all day on Twitter or Facebook. Use a platform, such as HootSuite, Sendible, or Buffer, to schedule your content. Then you can manage it a week at a time and still add in ad-hoc information as needed.
While you’re at it, be sure that you have a content-distribution network set up to share your blogs on social media. It’s a seamless way to get your content out quickly. If you don’t already have this set up, Rising Phoenix SEO can help. Contact us to learn how we can optimize your social media efforts to help boost your SEO.